May/Jun 2014 the enthusiastic creative journal
Beautiful Product solutions by Uttara Ghodke p34
Industry experts on
What is branding Design p46
Order in Chaos by
Packaging & Branding Special
08____TrendFeed Inspiring design with potential to be influential.
50____The Simple Principle/ Lundgren+Lindqvist Swedish design studio, believes in keeping it simple.
10____NewsFeed Just concluded creative events. 12____SpendThrift Thoughtfully designed stuff that you can acquire.
14____Home Affairs/ Houses of Goa Hearty love for the IndoPortugese element flourishing in Goan houses. 15____Concept Communication/ Respublica Identity and Branding Creating and executing a simplistic yet meaningful brand-identity. 16____Modern Nostalgia/ Vinita Jakkal Pune as the cultural capital of Maharashtra represented in physical, tangible expressions through a simple and approachable branding exercise. FIGURES
56____Concept Charisma/ Edmundo Moi-Thuk-Shung Netherlandâ&#x20AC;&#x2122;s based designer on the importance of cracking simple yet effective concepts. GYAAN 62____Portrayal Praise/ Shesh Kiran Pay the visual tribute to the flute maestro. 66____Light Enlightenment/ Yadnyesh Joshi Tells us how natural light can be captured in a photograph, at different times of the day. PODIUM 74____Illustrative Literature/ Pranita Kocharekar Soaked in learnings from her teachers and co-designers, to enable her art to speak her mind.
20____Not Rocket Science/ Yasar T A Graphic designer, Yasar, gives us some simple branding tricks.
75____Conceptual Realism / Rohan Pore Looks at world around him and tries to recreate it in his own dimensions.
24____New Things/ Parin Sanghvi Budding Industrial Designer Parin Sanghvi on how to make simple things look great.
28____Fun Factor/ Sajid Wajid Self-taught designer Sajid Wajid ads fun to his designs to make branding and packaging stand out. 34____Beautiful Solutions/ Uttara Ghodke Product design is creating tools and not work of art feels designer Uttara ghodke. 38____Dark Designs/ Anirudh Singh Inspired by heavy metal, Anirudh Singh from Nuclear Puke Designs shares his unique style. 42____A Fresh Face/ Cub Design Studio Tells us how to keep logos looking fresh and distinct.
78____Linear simplistic/ Mandanagraphy Lakhi Chand Jain is the first man who paints contemporary mandanas on canvas working to revive the folk art. 72____Open Imagination/ Fan Club Selected picks for the latest issue from our Fan Club submissions.
01 Album cover for Eternal December. No one would lose this cover that has been illustrated for a popular band. 02 Mera Dil Le gai oye. For all those who own a Royal Enfield would know that their heart beat lies in this bike. And thatâ&#x20AC;&#x2122;s exactly what is captured in this visual representation.
Sajid Wajid is a self-taught visual artist, illustrator and graphic designer based in Mumbai, India. Specialising in mixed media, illustration and digital art, he derives his inspirations from art, music and pop culture.
03 Delhi Belly. Humor and fun is the best way to ensure branding will relate to the target audience as demonstrated here. 04 Chef cupi d. This mascot for Kitchen Treasures tells the story of falling in love with your food. 05 Bands from Bangalore. The personality of the brand is very well absorbed in these illustrations for adlabs imagicas ride, I for india. 01
Fun Factor Fun. It’s what everyone wants. So why not give it to them? Incorporating this very insight in branding and packaging transforms a non-living object into a fun-filled experience, believes self-taught visual designer Sajid Wajid. More on how adding ‘fun’ can make for memorable and lasting designs. 04
A final year Industrial product designer from MIT-Pune, 21 year old Uttara Ghodke travelled to the UK last year for a scholarship exchange program. She has worked with Anandita Toys as part of her internship and has also undertaken a few freelancing projects.
Beautiful Solutions Every invention sparks from a problem that needs to be solved. Young product designer Uttara Ghodke feels a product is a simply a unique combination of science, technology and creativity. “But a designer needs to create a tool that simplifies the life of the user, because that makes for intimate and memorable designs.” More on her way of doing things. Be guided by the holistic approach. A good product is born when a designer learns to establish a perfect balance between technology and creativity. Since the very beginning of our education we have be tutored to do so. The biggest hurdle every product designer has to overcome is to follow the product design process while always being aware of the technology that could make it better. Design can be construed as ‘Beautiful Solutions’. Designs should serve the user’s needs in the best possible way. That means being constantly aware of their needs and behavior and dedicating the smallest of all details in the product to them. One must remember that the recipe to any smart product lies in its technology as well as its aesthetics, and not merely making the product a visually alluring experience. As the great dieter Rams says ‘Good design is unobtrusive’. Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression >
03 01 Clinncut exploded view. Clinncut is a cutting board integrated with inbuilt slicer and grater that exemplifies beautiful solutions.
02 Poppin. Board pin dispenser. Design inspired by the mechanism of a push-pen.
03 Clothes Dryer. This clothes dryer and iron, which can be hanged anywhere, showcases that product design is about creating tools that the audience can use to make life easy.
Based in Pune, Cub Design Studio is a quick, focused, and creative hotspot. Specialising in merging creativity and design, the studio was co-founded by visual artist Ketaki K and Ajay Sapkale in 2012.
Everyone notices a unique look and style. It’s the same for a logo or branding. “They are the face of a brand.” says Ketaki K, founder of Cub Design Studio. “And the industry is all about uniqueness, memorability and connect.” Here, she takes us through some simple remedies that can brighten your skills. 03
01 02 Branding for a Helmet Brand. A funny character in the logo seamlessly fits with the social issue brand for roadsafety. 03 Branding for EVE. A simple yet smart, clean and no-nonsense logo beautifully embodies the brand to stand out from all the other premium perfume brands. 04 Branding for K & U Kids. A fun and playful branding created for a premium apparel brand for kids in the age group of 5-11.
Lundgren+Lindqvist is a design and development studio based in Gothenburg, Sweden. Using an intuitive approach, they work seamlessly between digital and physical mediums and across a range of disciplines, from identity design to web development. They have worked for leading global brands like Apple and Sony Music.
The Simple Principle In such complicated times, it’s all about being simple. Simple is effective when it comes to design, believes Lundgren+Lindqvist, a Swedish design studio. It’s all about saying a lot more with a lot less. Engaging in a conversation, they tell us more on how they create effective and memorable design. CG: Describe your journey as Lundgren+Lindqvist. What have been your accomplishments? LL: When we started Lundgren+Lindqvist in 2007, our primary goal was to do what we love and stay afloat doing so. Seven years on, our ambition has grown along with our team, but we still want to do the best possible work. Over the years, we have had the opportunity to work with a great number of amazing clients, creating work that we can all be very proud of.
CG: Your designs appear simple, effortless and smooth; however that is probably not the case behind the scenes. What all do you have to go through to arrive at the final design outcome? LL: Simple is hard. Every project starts with a coconut. We use fine grain sandpaper to peel off layer by layer until we expose the core. That’s because we believe in honesty. Achieving that means removing the make-up to expose the bare, naked truth >
01 Maru. This origami crane is inspired from lateral designforms. 02 Söderhavet. One dot from the ‘‘ö’ is removed to create a word mark that invites the viewer to fill the gap. 03 04 O/O Brewing. Inspired by the brew maker’s peculiar glasses, this identity design uses simple symbolism. 05 Creative Collective Effect. This perforated poster displays the core is key for any design.
Yadnyesh Joshi, an amateur photographer, is currently pursuing Bachelorsâ&#x20AC;&#x2122; degree in Philosophy from Ramnarain Ruia College, Mumbai. With a strong love for landscapes, travel and portraits, he is looking forward to turning his hobby into a full time profession.
Light Enlightenment Light, like a paintbrush, paints the world in various shades and hues. And for a photographer, working the camera and natural light together to capture a mesmerising shot, is a dream. Budding photographer, Yadnyesh Joshi, takes us through some techniques to make the most of natural light, no matter what time of the day.
Twilight The twilight hours are the first and last hours of light each day. They are the mysterious periods graced by warm glowing light where there is neither daylight nor darkness. Known as soft light, it wraps around the subject, filling shadows and lowering contrast. Many photographers are drawn to photographing sunsets due to the vast array of dramatic colours on show. But twilight photography is all about waiting until the sun has set and making use of the 20-30 minute window of beautiful light before it fades.
Quick tips 1. Scout your shooting locations beforehand to find interesting frames to shoot later. 2. Look for objects to compose your image. Find lines that would lead the viewerâ&#x20AC;&#x2122;s eye to the image. In that case, diagonal lines are more interesting than the vertical ones. 3. Get your times right. Visit www.suncalc.net/ to know the time of dusk, dawn, sunrise at the location and plan the shoot accordingly. 4. Look for reflective surfaces like bodies of water. In case of still water bodies, make use of the mirror reflection of the sky and any objects on the horizon. 5. Use a tripod and a cable release for a stable shot. 6. Carefully position the horizon line.
The Golden hour The golden hour is simply the first hour light of sunrise, and the last hour light of sunset. During these times the sun is low in the sky, therefore producing a soft diffused light which is much more flattering. The warm glow adds a pleasing feel to the scene and the long shadows help to pick out details, adding texture and depth to the image. As demonstrated here through pictures taken in Darjeeling, early in the morning.
Quick tips 1. Shoot fast because there is a relatively less time to take the advantage of the gorgeous light. 2. Due to time restraint, be more efficient by knowing your destinations and the subjects that you’re going to shoot. 3. Because light is always changing at this time, it’s always better to keep shooting for the whole hour and capture many variations. 4. Working with ‘auto white balance’ isn’t advisable. It’s best to set it to ‘cloudy’ on order to avoid neutralising the wonderful golden glow.